Brand Identity

Graphic Design

어울림(Harmony), 2013

BFA Degree Project
at RISD

The 어울림(Harmony) attempts to create a conceptual space that is open to the reunification of South and North Korea, a formidable task considering all of the antagonistic propaganda common today. I started with something the two countries share: the language. Hangul uses geometric elements (consonant and vowel) to build characters. so I used the language as a metaphor for building a unified Korea.

set ofposter design

The central piece of the video is a logo composed of the geometries which create a form of the Korean word ‘어울림’(eo-wool-rim: Harmony). Within the word, I found hidden words such as 우리(woo-ri: We, Us) and 울림(wool-rim: Echo or Forest) like peeling an onion and created poetry finding connection between these words to express the the concept.

below is a Korean typeface designed to educate children. The typeface takes the shape of the wooden blocks with which children play. These block shapes mirror the simple lines used to build characters in the Korean language. Just as a child must be cognizant of balance when building a tower with the blocks, so a student must be aware of harmony when building words with the typeface.